Gestão de branding: influenciando no comportamento do consumidor millenial

Abstract

In this present academic research has as objective to analyze the management of Branding, reaching influence in millennial consumer behavior. To achieve this understanding, we looked on scientific studies which shows the Branding Management and its application, the Consumer Equity as marketing strategy and analyze the millennial consumer behavior, which are 18-34 years old young adults. The method used was a quantitative analysis and a questionnaire, in which we used the Google Drive software to administer the questionnaire among this segment on January of 2015. The questionnaire was sharing in social networks to reach specific audience, which are the Millennials. Thus, we obtained a total of 105 valid responses from the public - Millennials, which stated that they have favorite brands in mind, but they are still willing to try new brands and trends constantly.